Measuring Advertising Effects: The UT approach

1. Masterclass: Behavioral Targeting

2. • Floris Metzner
• Online Marketeer
• BSc Psychology (HR), MSc Business Administration (HRM)
• Functionalist & innovator, not a designer
Current projects:
• International Marketing (campaign concepts for Facebook, AdWords etc.)
• Customer Journey (application & admission)
• Digital Team
• Summer School CuriousU
About me

3. 1) How to improve the (user) experience for our prospective students?
 The visual playground (no-friction)
 The proces behind the screens (e.g. follow-up)
My challenges as Online Marketeer
It’s all about User Experince (UX) & Accountability…
2) How to measure the impact of (digital) investment? (e.g. campaign, tools, automation)?
 Improve the price-performance ratio
 Getting relevant marketing insights (benchmarking)

4. Table of contents
1.
Experiment
2.
Showcases
3.
Theory
5.
The future of marketing jobs
4.
Tools

5. Some of you participated in an experiment!
Facebook remarketing campaign
• 6 – 8 September
• 48 EUR
• Behavior: pageview MyTimetable (last 180 days)
• Max reach: 6.000 people (age >22)
• Exclude: succesfull registrations Masterclass (finish page)
Alternative: combination of interest/profile (education = UT)
+ demographic data (e.g. age)
What are the advantages of the remarketing approach?

6. Re marketing campaign results
• Reached 3.548 “UT people” on Facebook
• Campaign link clicks: 60 (1.7% CTR, 0.80 EUR CPC, Facebook relevance score 8 / 10)
• 12 conversions based on campaign (20% CR) but also 28 conversions for “organic” Facebook
• 4 EUR campaign cost per human (CPH) vs. 1.20 EUR CPH if we calculate the total Facebook effect
• Side effects:
• 14 new page likes for corporate UT Facebook page
Campaign preperations
• Tracking code for Google Analytics / Google Tag Manager
• Registration form with unique finish page
• Facebook remarketing pixel
• Facebook audience
• Content
• Budget

7. Results: this is how machines learn…
Next level: from behavior to unique human beeing!

8. Human targeting
Whops…this is me!

9. Campaign insights
• Behavioral targeting also works on small scale
• Attribution is complex (paid vs. organic)
• Put results in context!
• You need the right tools to analyze the effects (use different tools!)
• You will learn more from every single campaign
• Campaigns have side-effects (e.g. extra likes)
Source/medium for finish page

10. Showcases

11. The ability to serve call to actions to different groups of people. These are the features:
• Based on GEO-IP (country but also regions as EEA)
• Based on Time (start en end)
• Based on behavior (visited a specific website)
• All combinations above
• Change call to action on multiple website within seconds
• Evaluate which CTA’s are working good or bad (Analytics)
Managed Call to actions (CTA)

12. First visit
Converted visitor
Returning visitor
Managed Call to actions (CTA) based on behavior

13. How often do we serve a CTA?
vs.
How often do the leads click on a CTA?
(16% CTR)
Managed Call to actions (CTA)

14. Measuring effectiveness of a study profiler
• We’ve tracked 115 MSc leads following the funnel below (December 2016 – April 2017)
• 83% of the leads still have application status “applicant”
• 17% of the applications are canceled
• Next: check how many students get admitted
Studyprofiler
website
(pixel part A)
UT website Lead form
(user- id)
Application
system:
completed
dossier
(pixel part B)
Results: We pay for a completed application dossier (CPH) and not for traffic!
Further improvements: Pay for admitted students (longer product cycle)

15. Creative campaigning
Prospective students can interact with a campaign!
Basic idea: the UT is an interesting institution for students
from the western part of the Netherlands. Some of the
students already made a choice, others do not even know the
UT and some students are struggling with finding the right
programme

16. Creative campaigning
4.905 clicks in total
• 282 students (6%) indicated that they already made their choice
• 4.575 students (93%) want to know more about the UT
• 48 students (1%) are struggling with finding the right programme
All of these groups can be used for further advertisements
(remarketing) and we can make lookalike audiences (broaden our
reach).
A wonderful strategy for delivering the right content to the right
people!

17. Theory

18. Meetcreativiteit (“Creative Measuring”)

19. Meetcreativiteit (“Creative Measuring”)
“Creative measuring describes a, sometimes unorthodox yet pragmatic approach
to make hidden online behavior directly or indirectly visible and measurable."
Floris Metzner (2016)
describes a, sometimes unorthodox yet pragmatic approach to making" hidden "online behavior directly or indirectly visible and measurable."
• Have a view from a different angle (data layer vs. visible front-end)
• An approach based on insights!
• Combination of hard data with subjective data (e.g. observations)
• Standard reports are bad for your creativity!
• Good measurement is (very often) custom work
• Combination of different tools results in better insights
• )

20. Meetcreativiteit (“Creative Measuring”)
describes a, sometimes unorthodox yet pragmatic approach to making" hidden "online behavior directly or indirectly visible and measurable."
STEP 0: Define the current state and the desired state (“which behavior is meaningful for your problem?”)
STEP 1: Get natural observations of the current and/or historical behavior (e.g. Analytics)
STEP 2: Define, together with stakeholders, the desired behavior (goals)
STEP 3: Implement measurement techniques
STEP 4: Change the situation / context and research the effects for the desired behavior (goal)
STEP 5: Evaluate and start again with step 0 (if necessary)
aaien (referentiekader opbouwen), doelgroep(en) scherp krijgen

21. Tools

22. Tools
describes a, sometimes unorthodox yet pragmatic approach to making" hidden "online behavior directly or indirectly visible and measurable."
aaien (referentiekader opbouwen), doelgroep(en) scherp krijgen
• )

23. The Future of marketing jobs

24. Bye bye traditional marketing job
• Artifical Intelligence (AI): is an intelligent machine approach
• Machine Learning (ML): is the capacity to learn without being programmed a priori
• Deep Learning (DL): is a special technique for learning (e.g. neural network comparable to human
brain)
Must read: Avinash Kaushik, Digital Marketing Evangelist @ Google
• Artificial Intelligence: Implications On Marketing, Analytics, And You
• Cookies To Humans: Implications Of Identity Systems On Incentives!

25. Bye bye traditional marketing job
• AI, ML and DL will have a huge impact on “regular” marketing tasks / jobs
• Google and Facebook have hundreds of signals and tons of data. They will automate as much work as
they can!
• Machines will take over most of the traditional marketing activities.
• Targeting
• Bidding
• Attribution
• Budgeting
• Planning
• Strategy
• It’s realtime processing and it’s 24 / 7!

26. Digital Team
Contact us: digitalteam@utwente.nl
We can offer interesting student projects (research based)
Digital Team consits of 8 people with different backgrounds and specialism
• Assists UT groups wth digital transformation
• Train UT community (e.g. master class) and colleagues (e.g. Analytics)
• Developing new tools and implementing them the right way
• Connect the right people and ideas (overview)
• Research en experiments
• Monitoring performance & benchmark

27. Questions?